is a social science problem • Management (e.g., designing for distancing) • Compliance • Belief / belief revision (e.g., anti-vacciners) • Analysis (e.g., statistical complexity of intervention effects) • Wellbeing and mental health; inclusion/exclusion; prejudice • Covid 19 has accelerated change • Working (e.g., from home) • Transportation and physical mobility • Social mobility and opportunity Traditional academic social science is too slow: we need to do social science research in a commercial environment to keep pace with change